The advertising cooperation campaign for "Spider-Man: Brand New Day" (Vietnamese title: "Spider-Man: New Beginning") achieved a global media value of about 309 million USD.
This is considered the highest level ever recorded for a Hollywood film, surpassing the record of 288 million USD of "Spider-Man: Far From Home" in 2019.
The figure of 309 million USD reflects the media value from the partner network, which does not mean that Sony directly spends all this money on advertising activities. The valuation also does not include revenue from licensing goods, the field Disney is holding the right to exploit for the Spider-Man character.
The campaign gathers 165 brands, spanning from fast food, technology, automobiles, electronic games to aviation. Among them, four brands appear directly in the film in the form of product promotion.
According to international media, the total coverage of "Spider-Man: New Beginning" on TikTok, YouTube, Facebook, X and Instagram reached 2.86 billion hits. This achievement surpassed "Avengers: Endgame" with 2.4 billion hits and "Avengers: Infinity War" with 2 billion hits.
The cast also forms a large promotional network. Zendaya has about 216 million followers, Tom Holland has 70 million and Jon Bernthal has 5.3 million followers on social media platforms.
Jeffrey Godsick - Sony's Executive Vice President in charge of Brand Strategy and Global Partnership - said Spider-Man is a film aimed at audiences from children to adults. Therefore, the company chose a broad coverage strategy instead of focusing on a specific customer group.
The 309 million USD campaign shows that blockbuster movies are no longer mainly promoted by trailers or posters.
Sony turns Spider-Man into a consumer ecosystem that appears in food, electronics, games and means of transportation, extending the heat of the movie outside the cinema.
According to Box Office Vietnam, the film grossed 74 billion VND in 3 days of screening. The project is currently ranked No. 1 in the Vietnamese box office, completely surpassing other films currently being screened at the same time.
